Building a Career in Digital Advertising and Media
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2 Building a Career in Digital Advertising and Media How to Be a Student of Your Business Leslie Laredo
3 Career Success in Digital Advertising, Media, Marketing Master the Complexity Data driven Technology bits and pieces add up to fast and monumental transformation Dynamics of the Digital Advertising Culture Constant change, move fast Hands on environment, collaboration Acculturation or replacement of Mad Men advertising with science and data Choices Generalist Specialist Be a Student of the Business
4 Complexity in Digital Advertising Advertisers Right People Right Message Right Time/ Place Audience Data & Content Optimized for Journey Always On Connectivity Attribution and Measurement Paid+Owned+ Earned Media Automated Ad Buying and Delivery Mad Men to Money Ball Creative Formats/ Brand Content Optimized for Device, Delivery and Performance Devices/ Cross-Screen Right Combination of Platforms & Devices
5 Cultural Aspects Entrepreneurial Approach Risk-Taking and Innovation Jump in and do it Connect and Collaborate Wear Many Hats Look For and Provide Insights Hacking Culture Intellectually challenge and creatively overcoming or circumventing limitations and assumptions Exploring what is possible Do something meaningful and exciting Break the rules
6 Choices Strengths Strategy vs. Tactical (why vs. how) Generalists Mile wide inch deep Strategic aspects Holistic perspectives Specialist Mile deep inch wide Tactical aspects Hands-on Digital Ad Opportunities Digital Media Buying, selling Strategy, account management Ad operations, programmatic Marketing, CRM Mobile Marketing Search Engine Marketing Social Media Marketing/Advertising Analytics, Research Content Marketing Creative ecommerce Affiliate Marketing
7 Be a Student of Your Business Know All Advertising Platforms Desktop, mobile, social platforms Identify Content and Advertising Types Paid Owned Earned Ad types, native ads, brand journalism Industry Trends, Challenges Trends in mobile, video, programmatic Challenges with viewability, ad blockers, HTML5 Thought Leadership and Influentials
8 What Companies Expect Digital Campaign Specialist Strong understanding of industry trends in digital analytics and optimization related to search, , and display advertising mediums Must be detail oriented with a desire to learn and grow in the interactive media discipline Programmatic Account Manager Self-starter that thrives in a role requiring independent thinking Ability to multitask in a fast paced and challenging working environment Data driven and analytical Ad Operations Specialist Energetic self-starter with a positive can-do attitude Strong technical, problem solving and creative-thinking skills Excellent communication skills and ability to multi-task, pivot, and change focus when necessary
9 What Companies Expect Sales Development Executive Creative and strategic thinker with experience in building strategic, long-term partnerships with marketers from fortune 1000 companies Detail oriented with strong time management skills Digital Media Planner Strong leadership and organizational skills Comprehensive knowledge and experience working in traditional media Strong written and verbal communication skills including public speaking Analytical thinker with strong problem solving capabilities Account Executive Creative, independent problem solver Flexible, startup mindset with proven success in fast-paced environments with ability to multi-task
10 Be a Student of Your Business Stay Informed, Read. Digiday, AdExchanger, MediaPost, Marketingland Thought leadership papers, research Books (see Academy of Digital Media recommended book list) Follow (Twitter, LinkedIn) Follow ad tech, media, research companies, their leaders and other influentials Dozens of people to follow, start here: Mary Meeker, Kleiner, Perkins, Caulfield and Byers Internet Trends 2015 and 2014 ( Re-imagination ) Terence Kawaja, CEO, LUMA Partners Susan Wojcicki, CEO, YouTube Laura Desmond, CEO, Starcom MediaVest Group Adweek s Power List: The 100 Most Influential Leaders in Marketing, Media and Tech
11 Staying Informed Topic: Local Media B2B Magazine/Print Media Broadcast Media Radio Mobile Search Research Ad Tech, Data Social Agency Digital Media/Marketing, ecommerce Other, Blogs Read: NetNewsCheck, American Press Institute, Local Media Insider Chief Marketer, MarketingProfs, Chief Marketer min, Folio, AdWeek, AdAge, Digital Content Next Cynopsis, econsultancy, Lost Remote Radio Ink, Rainnews.com, FMQB (Friday Morning Quarterback) MobileMarketer, MMA Global, Smartbrief, MobileMarketingWatch, MoibleMarketingMagazine Searchengineland, SearchEngine Watch emarketer, BizReport, MarketingCharts, WARC Ad Exchanger, AdMonsters SmartBrief on Social Media, Social Media Today, Social Media Examiner Adweek, AdAge, Mediapost MAD, ClickZ Experts, MakeGood Digiday, MediaShift (PBS.org), MediaPost, ClickZ, MarketingVOX, IAB Smartbrief, Business Insider (BI), PR News, Marketingland, ecommercetimes, InternetRetailer MediaBizBloggers, ReadWrite, Shelly Palmer, ZDNet Today, NYTimes Tech section, HuffPo, BusinessWeek, Economist, Forbes, Wired, Mashable, Reddit, TechCrunch, Gizmodo, The Hub s Cool News, Next Draft,
12 Be a Student of Your Business Participate Join LinkedIn Groups Attend conferences, trade association events, meet-ups, webinars Set-Up Google Alerts Slideshare Presentations YouTube How To s Homework Assignment Review IAB Guidelines, Best Practices Dissect/understand the Lumascapes
13 Be a Student of Your Business Street Smart Blog Curate information Volunteer Ask a lot of questions (Quora) Best Advice: Learn and Show What You Know Read: A woman created a stunning résumé to land her dream tech job it got her immediate interviews with Airbnb, Uber, and LinkedIn (
14 Academy of Digital Media Courses In-Person Seminars Essential of Digital Media Principles of Programmatic Customized Versions/Topics On-Demand Webinars Fundamentals of Interactive Advertising and Digital Media Essential of Digital Media Understanding and Using Media Math Mastering Measurement Principles of Programmatic
15 Academy of Digital Media Resources Like Academy of Digital Media Facebook Page Facebook.com/academydm Follow Follow LinkedIn bit.ly/linkedin_academydm
16 Academy of Digital Media Resources Media Glossary 800+ Internet media & digital marketing terms defined for display, search, , mobile, video and social media Download updates at
17 Academy of Digital Media Resources Media Calculator Download XLS from Smartphone App in itunes & Google Play stores
18 Building a Career in Digital Advertising and Media How to Be a Student of Your Business Leslie Laredo leslie@academydm.com
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